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There are many audiences you should not build a business around, simply because they will never buy. For example, any business that serves nonprofits is doomed. Nonprofits are not going to pay you. Neither will restaurants or students. Restaurant owners believe they're "too busy" for most services, and students are poor and want to spend their limited money on alcohol. A huge part of your success in business comes from consciously choosing who you're attracting and who you're repelling.

There are a million different ways to approach any topic. The key is: Instead of focusing on the competition, focus on your audience. Who is your audience, and what do they want that they are not being served right now? I guarantee you, in the yoga audience, there are people who have never done yoga. Then there are people who tried it a couple times, and they kind of gave up. They say things like, "I should go back," but they haven't. What you can do is take your special insight and your perspective on the world, and serve their needs. That's how you build a business that stands out from all the rest.

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All our lives, we've been taught to defer to experts: teachers, doctors, and investment "professionals." But ultimately, expertise is about results. You can have the fanciest degrees from the fanciest schools, but if you can't perform what you were hired to do, your expertise is meaningless.

When there's a sale on eggs or chicken, we're happy- but when the stock market gets cheaper, we think it's bad. (Long-term investors should love when the market drops: You can buy more shares for the same price.)p97